美髮產業教育訓練與經營行銷策略之探討

近幾年多數的美髮業者除了不斷強化專業技術層面，同時，企業本身應該透過何種「教育訓練」提升企業「經營行銷」之策略，以利符合市場需求與持續獲利，甚至影響品牌知名度，此議題都是值得關注探討。本研究訪談對象為新竹以北其個人精緻沙龍、大型精緻沙龍及大型連鎖店等十六位美髮相關經營者為例，針對「教育訓練」和「經營行銷策略」等相關十六項議題，進行質性深入訪談研究。再將其結果彙整以SWOT分析競爭優劣，此研究結論可提供為市場美髮業者其發展策略之參考。

關鍵字

美髮產業；教育訓練；經營行銷策略

並列摘要

In recent years, most hairdressers have continuously strengthened their professional and technical aspects, and at the same time, what kind of ＂education and training＂ the company should use to improve the company's ＂management and marketing＂ strategy to meet market demand and sustained profitability, and even affect brand awareness. This topic is worthy of attention and discussion. The interviewees of this research are sixteen hairdressing-related operators in Hsinchu, including their personal exquisite salons, large exquisite salons, and large chain stores, as examples, and conduct qualitative analysis on 16 related topics such as ＂education training＂ and ＂business marketing strategy＂ In-depth interview research. Then summarize the results and use SWOT to analyze the advantages and disadvantages of the competition. This research conclusion can provide a reference for the development strategy of the market hairdressing industry.